Why a Data Strategy Enables a Better (Pharma) CRM Migration

The pharmaceutical CRM landscape is undergoing significant change: IQVIA has announced the discontinuation of its CRM system Mobile Intelligence (MI), while Veeva and Salesforce are initiating fundamental platform transitions. These shifts pose considerable challenges for life sciences companies. Rather than viewing these changes in isolation, a strategic approach – backed by a well-thought-out data strategy – is worthwhile. Why this is crucial and how it works will be explored in detail in this blog post.

The Challenges of Pharma CRM Migration

CRM systems like Veeva or Salesforce are much more than databases for customer information. They lie at the heart of numerous processes in the commercial and medical ecosystems of a company. While Veeva claims that the transition from Veeva CRM to Veeva Vault CRM is seamless, the reality prompts a critical question: What happens to processes and applications outside the CRM system that depend on its data?

Experience shows that applications and interfaces relying on CRM data require careful evaluation and, in some cases, adjustments. Without a clearly defined data strategy, companies risk getting stuck in complex and time-intensive modifications.

Why a Central Data Repository Is the Solution

This is where the approach of a central data repository comes into play. Instead of viewing the CRM system as the core of all processes, a central data repository shifts data control from operational systems to an independent data platform. This provides several advantages:

• Reduced Dependency on a Single System:
  A central data repository minimizes reliance on one system. When the repository manages data storage, operational systems like CRMs can be replaced more easily. Migration becomes more efficient as transformation processes are centrally managed. 
  
  
• Integration of Data Across Systems:
  A central repository enables the consolidation of data from various systems. This lays a robust foundation for analysis and reporting and also simplifies complex applications like the implementation of AI. 
• Enhanced Flexibility in Technology Selection:
  A central repository allows companies to choose the CRM that best aligns with their specific processes without needing to consider compatibility with other systems. 

Use Case: Rx and OTC Sales Teams

A practical example highlights how a central data strategy increases flexibility:

A company has an Rx sales team focused on physicians and an OTC sales team serving pharmacies, which also takes direct orders. While the Rx division thrives with Veeva CRM, the OTC division faces challenges.

With a central data repository, both teams could work with different CRM systems simultaneously without losing critical data. Centralized data management ensures seamless information exchange between the two systems, fostering transparency and efficiency.

Looking Ahead: AI and Data-Driven Decisions

A well-designed data strategy extends beyond CRM migration. It lays the groundwork for innovative applications, particularly in artificial intelligence (AI). AI tools require clean, consistent, and centrally available data to function effectively.

A central repository that integrates data from areas such as quality, legal, or pharmacovigilance provides precisely this foundation. Companies can optimize existing processes and uncover new business opportunities.

Conclusion: Shaping a Successful Future with a Data Strategy

A central data strategy gives companies greater control over their data landscape and enhances flexibility in selecting and integrating new technologies. In a dynamic market like the pharmaceutical industry, it provides a solid foundation for innovation and sustainable growth.

By shifting data control to a central repository, migrations become significantly simpler, and companies are better prepared for future changes – whether they involve new systems, processes, or technologies like AI. A data strategy is not a nice-to-have but a critical factor for success in an evolving industry.

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